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Goal: Identify best ways to reach out to parents, especially low-income parents, to communicate benefits of TK Conducted six parent focus groups, two each in: – Orange Cove (Fresno County) One focus group with Spanish-speaking Latino parents – Bay Area (Oakland) One focus group with African-American parents – Los Angeles One focus group with Spanish-speaking Latino parents Majority of parents had children who had attended or are attending preschool Overview of Parent Focus Groups Please email questions to: mgonzalez@preschoolcalifornia.org 5

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Primary question: What messages and information resonate most with parents when highlighting the benefits of TK? Used information and feedback from focus groups to develop list of positive parent messages on TK Identifying Effective TK Messages 6 Please email questions to: mgonzalez@preschoolcalifornia.org

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TK Messaging for Parents TK provides children with the gift of time to learn skills that will help them build a strong foundation for success in elementary school. California’s kindergarten curriculum and standards have changed over the years, and many of the skills children were once taught in first grade are now taught in kindergarten. TK is the right program at the right time. TK serves as a bridge between preschool and kindergarten, giving children more time for hands-on, interactive learning. 7 Please email questions to: mgonzalez@preschoolcalifornia.org

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TK Messaging for Parents TK gives children the opportunity to spend time learning important social, emotional and academic skills that will help them succeed in kindergarten and beyond. TK provides young learners with a high-quality early education at no cost to parents, to ensure that they have an opportunity to continue learning. It helps children adjust to the school environment & develop strong learning skills. TK provides young 5 year olds with an opportunity to start their kindergarten experience with children their own age, and with teachers that can tailor lesson plans to their needs. 8 Please email questions to: mgonzalez@preschoolcalifornia.org

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Developing and Using Consistent Messaging Consistent messaging is critical to successful outreach – Work with your communications office to develop messaging that articulate the benefits of TK – Adapt messaging for use in outreach materials, staff trainings, talking points, brochures, etc. – Provide talking points on benefits of TK to potential messengers, including front office staff at elementary school, school faculty, school administrators, school board members and district administrators Please email questions to: mgonzalez@preschoolcalifornia.org 9

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Messengers Primary question: Who do parents look to when it comes to issues related to their children’s education? 10 Please email questions to: mgonzalez@preschoolcalifornia.org

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TK Messengers: Teachers, Principals and School Staff Teachers – Serve as most direct link to education system for most parents Principals – Less direct contact with families, but still important messengers in TK outreach efforts School staff – Interact regularly with families (particularly front office staff) TIPS – Make information and resources available to all elementary school staff, teachers and principals – Offer communications training on new law and TK program to all elementary school staff – Make sure teachers are accessible to parents to answer questions about TK, particularly during height of school registration 11 Please email questions to: mgonzalez@preschoolcalifornia.org

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TK Messengers: Parent Ambassadors Parent Ambassadors – Recruiting parents whose children were/are in TK – Parents trust other parents when it comes to information about their children’s education – Peer-to-peer perspective validates school information – Parents have been on of the strongest assets in recruitment efforts across the state TIPS – Identify potential parent ambassadors, offer them personalized briefing with principal or teachers – Provide materials and resources on TK to distribute to other parents – Give them formal opportunities to be involved (e.g. participating in parent info meetings, providing quotes for parent bulletin endorsing TK) – Involve them in planning and outreach efforts 12 Please email questions to: mgonzalez@preschoolcalifornia.org

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TK Messengers: Child Development Centers Local Child Care & Child Development Centers – Very effective messengers because of their direct access and frequent interaction with families – Trusted by many families when it comes to information about their children TIPS – Share information about TK and implementation plans with local providers – Designate a contact who can be available to answer questions as they come up during implementation – Schedule regular articulation discussions on connecting zero to five to early elementary, and invite local child care and development providers to participate 13 Please email questions to: mgonzalez@preschoolcalifornia.org

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TK Messengers: Community Organizations Local Community Organizations – Includes community centers, community-based organizations (CBOs), churches, etc. – Seen as advocates for their community and trusted source for accessing new and critical information TIPS – Schedule meeting or TK classroom tour with local community organizations in your area to provide information about TK – Have a TK “point person” available as designated contact for organizations – Have some asks ready, such as including information about TK in their newsletter or on their website, or presenting at community meetings about the benefits of TK 14 Please email questions to: mgonzalez@preschoolcalifornia.org

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TK Messengers: Media Media – Most families use some form of media to get information about changes in laws, issues in education – Some parents have already heard about TK from media coverage, interested to find out more – For diverse communities, ethnic media (i.e. print, TV, radio) highly trusted source of information TIPS – Make positive newspaper clips about TK and other positive media coverage available to parents during meetings, in packets – Incorporate video clips in presentations on the benefits of TK where possible – Work with communications office to engage local media on TK, email or call reporters to tell them about program, invite them to visit classroom – Send press release about launch to local media outlets during back to school time – Develop cinema ad that talks about the successes of TK Example from Long Beach USD http://vimeo.com/47605308http://vimeo.com/47605308 15 Please email questions to: mgonzalez@preschoolcalifornia.org

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Methods for Outreach One-on-one conversations – Gives school staff opportunity to provide information, address misinformation and concerns, discuss parents questions in depth Meetings – Small group meetings (3 to 5 parents) best, creates welcoming environment for parents to ask questions, share their thoughts Classroom Tours – A tour of a nearby program with a small group of parents can help them understand what happens in the classroom – Provide time after tour for questions and discussion Parent Help Line and TK Liaison – Having designated person or team of people available to answer questions will help parents build relationships, feel more comfortable with the program – Establish bilingual help center with phone number parents can call 16 Please email questions to: mgonzalez@preschoolcalifornia.org

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Methods for Outreach Resource Table – Establish TK table at “Kindergarten Roundup,” other district education events – Be sure person staffing tables has talking points on TK, outreach materials for families to take home Flyers and Banners – Post flyers and banners during registration at school and district offices, childcare centers, community centers, libraries, markets, churches and other local organizations – Make sure they have phone number parents can call for more information Brochure – Create parent brochure to highlight benefits of TK Website – Have parent friendly information on TK available on school and district website 17 Please email questions to: mgonzalez@preschoolcalifornia.org